Oct 2, 2007

‘Secret’ survey finds shops lackingBy InsideRetailing.com.au

A secret survey of three major Sydney shopping centres has uncovered a number of key areas for improvement in current retailing practices.

Store signage, layout and cleanliness together with shop attendants’ presentation, product knowledge and initial approach to customers were all highlighted the survey, conducted on behalf of Reed Gift Fairs into today’s shopping experience.

‘Mystery’ shoppers visited selected stores, and ranked their experiences against set criteria, in centres in Paddington/Darlinghurst; Westfield Chatswood and Westfield Parramatta.

“Overall the mystery shopper program identified that retail stores in Sydney metropolitan area were performing well,” said Omer Soker, exhibition director of Reed Gift Fairs.

“However, those areas that rated poorly could well make the difference between a customer returning to a store again, or telling other people about the experience in a positive rather than negative fashion.”

Shop attendants’ presentation and initial approach skills rated significantly higher in Sydney stores compared to the suburbs of Chatswood and Parramatta.

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